Remodelling the POL brand into office authority
Discover, how we changed the strategic positioning of POL thanks to successful branding and engaging consumer activation.
POL is a well know Polish brand of International Paper, leading paper manufacturer from Kwidzyn, Poland. Its products can be found at virtually every Polish office and are commonly known for their quality, professionalism and recurrence. The brand was in search for outstanding redefinition, new positioning and product strategy. Collaborating with experts and key stakeholders helped us rebuild brand visual language, introduce new identity, communication strategy an eventually promote POL at a completely new, higher level.
POL paper became an icon among Polish offices thanks to consistent execution of a well-developed product communication strategy. The brand is currently positioned much higher than simply paper, it is a supportive office partner at everyday struggles of modern office managers. It is an expert in the fields of work culture, ergonomics, comfort and quality for business leaders.
POL - unquestionable leader on the Polish office paper market, who's products are on stock at virtually every office in Poland - had an issue with brand perception and acknowledgement. Consumer education helped us unlock brand's true potential: sustainable development, focus on quality and support of businesses of its customers. It's new image has been built around assistance, support and education for any office activity.
Challenge 1:
How to make a common brand commonly known?
Challenge 1:
How to make a common brand commonly known?
POL's key brand values and goals originate from highest quality and long-term standardisation that consistently adjust to modern consumer needs. Based on initial strategic analysis we were able to distinguish most important benefits of POL papers.
POL as expert
the brand assists its customers and business partners, educating about product usability in appropriate context
POL as leader
the brand is respectful and supportive in business partnership and internal employee development
POL as partner
the brand proactively reacts to civilisation changes and cares for future generations (ecological balance)
POL's brand DNA sequencing clarified its strengths deriving from local goals, which are paired with everyday office challenges. Brand's new positioning - thanks to coherent communication - consolidated the benefits of purchasing POL paper products by consumers.
POL's business strategy has been locked in guidelines of the brand wheel, which became a beacon for future communication and marketing activities. It's repositioning strategy helped build a long-term vision and mission for the brand.
New positioning led to further marketing and communication activities. Refreshed image required intense customer engaging tools to quickly adapt in the common office space of its users, staying visually expressive at the same time.
Challenge 2:
How to make branding equally visible and functional?
Challenge 2:
How to make branding equally visible and functional?
POL, as part of International Paper, derives its strength from both local and international authority. It is both symbolic and practical to underline both its independence and global positioning.
Brand's new identity modernised its character and expanded the customer experience without separating itself from strong roots - high reputation and accessibility. We decided to continue and build on the grounded image, reshaping its typography and simplifying the mark itself. Letterspacing has been removed do make it more visible of any modern device.
New logo has been also introduced on refreshed paper packaging, much more user-friendly and organised to the human eye. The design is an essential element of any office, as paper reams are often stacked around workspaces.
New communication underlines key product benefits using geometrical minimalism - a clear answer to overdesign and visual chaos of aggressive branding. Lightweight colours made the lead red hue more lively and outstanding. These took effect in POL's new shelf positioning, guiding the brand towards more conscious and innovative directions, keeping the identity universal, time-proof and supportive towards its customers.
Analysing the previous brand communication led us to conclusions, that in order to gain a more educational character, an impactful coherence in its regular activities shall be required. A large-scale office management support programme has been launched, giving business owners a helping hand in coping with everyday organisation of a successful office in both educational and financial aspects.
Challenge 3:
Can a paper ream change an office?
Challenge 3:
Can a paper ream change an office?
Together with POL we decided to grant funding for office makeovers based on ergonomics and comfort using a lottery mechanism. Its sales driven foundations were enhanced by dedicated educational content based on initial research around most common office running challenges. We invited experts in the fields of administration, productivity, aesthetics and innovation to provide interesting content to customers.
We conducted engaging interviews with architects, coaches, accountants and business owners, to share their views and tips on how to run a modern office in a balanced, competitive way. We hand-picked 4 product ambassadors, each identifying with a specific type of paper.
Own content helped us build a dedicated landing page, promote the activation using SEO/SEM, Google Ads and social media. Published interviews were supported by photo coverage and short documentaries that allowed customers to take a look at how to use the advice in practice. Key POL market distributors and resellers were also engaged for increased purchase conversion. The final goal was to attract office managers and build positive habits around education and brand's partnership.
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ul. Saperska 42c/12, 61-493 Poznań, Poland
office@riverwood.pl
ul. Saperska 42c/12, 61-493 Poznań, Poland
office@riverwood.pl